Mapping Top Strategic E-commerce Technologies in the Digital Marketing Literature

Q2 Social Sciences

Australian Journal of Telecommunications and the Digital Economy Pub Date : 2022-09-26 DOI:10.18080/jtde.v10n3.554

Rim Jallouli, Safa Kaabi

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引用次数: 2

Abstract

The increasing use of e-commerce technologies has been studied in several fields and from different perspectives: technological, economic, organizational and social: hence, the need for a literature review that provides a map of top strategic e-commerce technologies from a managerial perspective and, more specifically, for digital marketing research. This paper aims to provide researchers with a comprehensive overview of the range of e-commerce technologies that have had a significant role in shaping digital marketing strategies. Based on a thematic analysis, e-commerce technologies were classified through eleven categories. The objective is to reveal how each set of technologies affected the different digital marketing strategies. Both descriptive and clustering analyses show that the most evoked technologies in the digital marketing literature are Information and Communication Technologies and platforms. Results outline the growing interest in artificial intelligence technologies. Moreover, this literature review reveals how digital marketing research has focused on technology-enabled segmentation and targeting strategies, along with the use of social platforms and the development of new products and services. The scarcity of marketing papers studying the impact of cloud technologies, IoT, blockchain and data analytics orient researchers towards exploring further the potential of these technologies for digital strategies.

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数字营销文献中的顶级战略电子商务技术映射

越来越多的电子商务技术的使用已经在几个领域从不同的角度进行了研究:技术，经济，组织和社会:因此，需要一篇文献综述，从管理的角度，更具体地说，从数字营销研究的角度，提供一个顶级战略电子商务技术的地图。本文旨在为研究人员提供对电子商务技术范围的全面概述，这些技术在塑造数字营销策略方面发挥了重要作用。在专题分析的基础上，将电子商务技术分为11类。目的是揭示每一套技术如何影响不同的数字营销策略。描述性分析和聚类分析都表明，数字营销文献中最容易唤起的技术是信息通信技术和平台。研究结果表明，人们对人工智能技术的兴趣日益浓厚。此外，这篇文献综述揭示了数字营销研究如何关注技术支持的细分和目标策略，以及社交平台的使用和新产品和服务的开发。研究云技术、物联网、区块链和数据分析影响的营销论文缺乏，这促使研究人员进一步探索这些技术在数字战略方面的潜力。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Australian Journal of Telecommunications and the Digital Economy Social Sciences-Communication

CiteScore

1.60

自引率

0.00%

发文量

期刊介绍： The Journal of Telecommunications and the Digital Economy (JTDE) is an international, open-access, high quality, peer reviewed journal, indexed by Scopus and Google Scholar, covering innovative research and practice in Telecommunications, Digital Economy and Applications. The mission of JTDE is to further through publication the objective of advancing learning, knowledge and research worldwide. The JTDE publishes peer reviewed papers that may take the following form: *Research Paper - a paper making an original contribution to engineering knowledge. *Special Interest Paper – a report on significant aspects of a major or notable project. *Review Paper for specialists – an overview of a relevant area intended for specialists in the field covered. *Review Paper for non-specialists – an overview of a relevant area suitable for a reader with an electrical/electronics background. *Public Policy Discussion - a paper that identifies or discusses public policy and includes investigation of legislation, regulation and what is happening around the world including best practice *Tutorial Paper – a paper that explains an important subject or clarifies the approach to an area of design or investigation. *Technical Note – a technical note or letter to the Editors that is not sufficiently developed or extensive in scope to constitute a full paper. *Industry Case Study - a paper that provides details of industry practices utilising a case study to provide an understanding of what is occurring and how the outcomes have been achieved. *Discussion – a contribution to discuss a published paper to which the original author''s response will be sought. Historical - a paper covering a historical topic related to telecommunications or the digital economy.